Remember your last webinar. Are you satisfied with the number of people who took part in it? If you are reading this article, most likely not.
Why is this so? You spend a lot of time and effort on creating a first-class presentation, but in the end it looks, at best, three senior citizens. If you encounter this problem, it only says one thing: you didn’t put in enough effort to promote your webinar.
I already hear your objections. After all, you talked about your webinar on social networks, sent invitations to subscribers by e-mail and even dedicated a separate post to it on your blog. But this, unfortunately, is not enough. In fact, you used only the most common methods for promotion of your webinar, but in reality there are many more! Let's look at ways you can invite an audience and get the most out of this online event.
1. Blog / website
Of course, you already know that the information about the upcoming webinar first of all needs to be placed on your website or blog. Do not rely on the automatically generated pages that the webinar service provides you. Some of them limit the amount of space in which you can place a biography of speakers, bulleted lists, images, etc.
A more reasonable solution is to create a separate post on your blog and / or a page on your site to report your next webinar. You do not need to go into all the details. The most important thing is to specify the topic of your webinar, the date and time of its holding, the names of the speakers, its cost (if it will be paid), the link to the subscription page, as well as its main advantages.
The webinar subscription page must be optimized. Here are some sure signs that your subscription page is not entirely successful:
- The registration form contains too many fields.. Did you know that each additional field in the registration form for the webinar deprives you of 5% of potential clients? That is, adding 3 additional fields, you push away 15% of people. Hence the conclusion: do not ask too much information from potential subscribers. Leave only two fields: name and email address.
- On the subscription page there are links to other pages of the site. If you place a registration page on your site, make sure that it is isolated and does not contain any links to other pages. Otherwise, visitors to your site will be tempted to click on them. And not the fact that they will return to you.
- There is no social evidence on the subscription page. Potential clients will trust you more if you provide them with social proof. Post on the subscription page positive reviews about your previous webinars; information about an outstanding specialist who is invited to your event; links to publications in leading media outlets describing your activities, etc.
Consider for example the announcement of one of the webinars presented on the website 500millionstrong.
The most important information on this page is highlighted in bold: the webinar will be held on Tuesday, April 6 at 12 noon; limited number of seats. In the upper right corner we see the names and photos of the speakers. The topic of the webinar is indicated in the title in huge letters ("Strategies for promotion in social networks - New breakthrough methods for building your business on the Internet"). The registration form for the webinar is located directly under the announcement, which is very convenient for site visitors - no need to go through a special link to register.
The only drawback of this page is the lack of social evidence. Agree, the information would have looked more convincing in the presence of customer feedback or experts.
Another important element of a webinar promotion strategy is sending invitations to your subscribers by email. Spear Marketing has dedicated a special white book (in English) to this topic, which you can request for free at the following link. What recommendations does the author give?
Sell an event, not your product
The sole purpose of your invitation letter is to encourage subscribers to register for your webinar. Therefore, do not overload the text of the letter listing the characteristics of your product.
You should talk about its benefits in the context of the event itself. For example, instead of the phrase "Our software reduces website development time by 50%," it is better to say the following: "Participate in our free webinar and you will learn how to reduce website development time by 50%."
Write the correct title and subtitle
The heading and subheading are extremely important elements of your letter, because the recipient sees them first, opening your invitation. Include the following information:
- What is this event? (title or description);
- When will it take place? (date and time);
- Why is it worth a visit? (Main advantages);
- How can I register? (link to the registration form).
For clarity, we give an example:
As you can see, the header of the letter contains information of primary importance: time, date, name of the webinar and its main advantage. Looking at him, a person will immediately understand whether he should attend this event. The link to the registration page is located right below the title.
Do not include extra information in the first paragraph.
Many webinar organizers include in the first paragraph a description of commercial conditions or trends that justify the importance of their event. For example:
"Many IT managers are concerned about how to improve the performance of web applications because ..."
Phrases like this clutter up your letter and reduce the value of the more important information below. So stop beating around the bush - go straight to the point:
"During our webinar, you will learn how to improve the performance of your web applications by 300%"
List 3-4 key benefits of your webinar in a bulleted list.
Suppose the recipient has read your heading, subtitle, and the first paragraph. Now you must tell him in more detail about the value of your proposal. A bulleted list is perfect for this purpose, as it immediately catches the eye. Do not forget that you should list the benefits of your webinar, and not the product that you want to sell.
See how Hubspot did it when organizing a webinar on "How to use content to promote commercial sites":
As you can see, in the bulleted list there is no advertising of any programs or applications that can increase sales using content. The author of the letter simply talks about the benefits that this webinar will bring to all participants.
Include in your letter photos of speakers and brief information about them.
Due to these elements, your letter will become more personal in nature, and the event itself will seem more real, and therefore attractive, for potential participants.
Be careful with the graphics.
You should not use too many graphic elements, as they will overload the letter. It is enough to include in it photos of speakers, as well as, if you wish, an image of a free gift that you reward your subscribers in exchange for registration. Whatever pictures you include in your letter, they must be related to the subject of your webinar.
Do not forget also that spam filters do not particularly like letters containing a lot of graphics. Therefore, try to use them only when necessary. Do not use too large images - they will interfere with the perception of the selling text.
Your call to action should be obvious
In no case do not include a link to the registration page at the end of the letter, because the reader may never reach it. Your call to action should be prominently displayed. It is advisable to arrange it in the form of a button and place it in the main part of the letter, as well as in the side field (if available). Do not forget to highlight the registration button in bright color that is in harmony with the overall design of the letter.
The following example is indicative:
Agree that in this letter, it is simply impossible not to notice the phrase "Registration", because it is repeated three times: in the headline, in the first paragraph and at the very end of the letter. The choice of the blue color for the registration button is also a good one, since it fits into the chosen color scheme.
Include positive feedback about your previous webinars.
Social evidence must be not only on your site, but also in the letter of invitation itself. Therefore, reviews of people who participated in your previous webinars will come in handy. You do not need to give their names - just indicate their position and the name of the company in which they work.
Positive comments will make your event more valuable in the eyes of potential participants. They will make sure that your webinars have benefited real people with similar problems, and, without hesitation, they will follow the link to the registration page.
Offer webinar participants a special bonus
If you offer your recipients a certain bonus (for example, a free e-book) in exchange for participating in your webinar, they will have more incentive to attend your event. This bonus must be related to the theme of the webinar itself.
You can also indicate in the letter that only the first 50-100 people who have registered will receive the bonus. Thus, your subscribers will rush in order not to miss a valuable offer.
As a rule, information about bonuses is indicated in the side field or at the end of the letter, as in the following example:
Test different variations of the subject line.
Each audience is individual, so it is difficult to formulate clear rules applicable to the subject line. But there is one universal principle that is relevant in all situations: the subject line should not contain more than 40 characters. The logic is simple: the recipients of the letter, as a rule, see only the first 40 characters in the name of incoming messages.
The subject line should report either the subject of the webinar, for example: ("Free webinar: Better sales promotion methods"), or its advantages ("Free webinar: Reduce the cost of remote access by 30%"). Your choice will depend on how popular the subject of your webinar. If it is all at the hearing, then you can stay on the first option. If it is less promoted, then select the second option.
However, the criterion of the popularity of subjects is very conditional. Therefore, do not forget to carry out split testing in order to select the most optimal variant of the subject line.
So, we have reviewed the basic requirements for the structure of the invitation letter. Another equally important factor is the frequency of its distribution. You must send an invitation to your subscribers at least three times: two weeks, one week, and one day before the webinar. Repeated letters are used as a reminder, so that your audience does not accidentally forget about the upcoming event. Just do not show excessive perseverance, otherwise it will result in massive replies.
3. Social media
Social media hides a whole sea of opportunities to promote your webinar. Post relevant posts on Twitter, VKontakte, Facebook, LinkedIn, Google+ and other social sites. Keep in mind that this needs to be done not once, but several times, because your message can be lost among hundreds of other updates in the feed:
If your subscribers show interest in the webinar, they will definitely share this news with their friends and acquaintances, and thus will help you attract the attention of a larger audience.
You can also promote your webinar in various groups in which you are listed. Just be sure to make sure that advertising is allowed in this community, otherwise you may be banned. Do not forget also that you must be an active member of this group, which everyone else knows and acknowledges. If you start promoting your webinar, just joining the group, then no one will take your messages seriously.
In some social networks, for example, VKontakte, there is a special function - to create an event. To do this, select the "My Groups" section, and in the upper right corner you will see the link "Create Community". Click on it and a new window will appear in front of you. In it, you need to specify the name of your webinar and select the last item "Event", and then click on the "Create community" button. Next, you will need to fill out the main fields of the form: description of the event, time and place of the webinar, address of your website, etc. Save all settings, and your webinar page is ready! As soon as several people subscribe to your event, your page will look like this:
If you are registered on Google Groups, specialized forums or other online communities, you can use these sites to spread information about your webinar:
As in the case of groups on social networks, be sure to read the rules of the community before placing advertising content in them. Some of them have fairly strict rules regarding self-promotion. If you break them, you can be excluded from the group.
If you do podcasting on a regular basis, you can notify your regular listeners about the upcoming webinar. Of course, this information needs to be repeated several times in various editions in order to convey it to your entire audience.
The optimal length of a webinar podcast is two to three minutes. If it is too long, your listeners will be bored. Introduce yourself, tell a few words about your activities, tell us the name of the webinar, the date and time of the meeting, as well as the main issues to be addressed during the event.
If this type of blogging is unusual for you, you can use the help of your friends and acquaintances who have already succeeded in this field. Give them information about your upcoming webinar and have them read it live.
Follow this link to listen to the podcast dedicated to the webinar "Think positive and get what we want."
If you prefer a multimedia format, you can create a short video to inform your audience about the next webinar. Along with the main information about your webinar (name, date, time), you should tell about the main feature of this event and the benefits it can bring to all participants.
You can even show your viewers some of the content that will be shown during the webinar, for example, some of your presentation slides. Even such a cursory review will help them verify the importance of the upcoming event.
Let's say you have already shot your ad and uploaded it to YouTube. The next step is his progress. Publish it on your website, blog and all social networks so that it can be viewed by as many people as possible. Try to create high-quality and informative video content. Most likely, one minute is enough for you to communicate all the important information about yourself and the upcoming event. Plus, you can write down the facts and figures on a whiteboard to make it easier for viewers to remember.
7. Visual aids
We live in the era of visual marketing, so all sorts of visual aids are a great way to put in a word about your online seminar. Create branded emblems, infographics and other illustrations to draw the attention of your audience and encourage them to participate in your webinar.
Spread your images on Pinterest, Facebook and other social networks by attaching a link to your subscription page.
The ACS Webinars website presents not one, but even several images dedicated to the upcoming webinars, and all of them are designed as slides:
Many marketers consider flyers to be hopelessly outdated means of advertising. Nevertheless, they can serve you well, especially if your webinar is designed for local audiences.
Create a quality flyer containing detailed information about your webinar and links to your website, social media profiles and a subscription page. Затем распечатайте достаточное количество экземпляров и начните распространять их в торговых центрах, супермаркетах, центрах отдыха и других многолюдных местах.
9. Партнеры и компаньоны
Contact your strategic partners and partners to get help in promoting your webinar. If you cooperate with reputable companies that enjoy universal trust, then you have a better chance of attracting a huge audience.
At the end of the event, do not forget to pay tribute to your partners, indicating their names and contacts. This is especially important in those cases when you present a paid offer.
10. Calendar of events
Many newspapers, magazines, websites and blogs publish a free calendar of upcoming events for each month (for example, concerts, seminars, conferences, etc.). First of all, find out which media and sites that host such calendars are popular with your target audience. And then find out what you need to do to publish information about your webinar.
For example, if your potential clients are businessmen, then they will certainly be interested in the following website, which lists the schedule of webinars related to the field of B2B:
11. Free webinar as a thank you
If you appeal to your subscribers with any request (for example, to take part in a survey, distribute information about a sale, etc.), you can offer them free participation in your webinar as a gift. This is a great way to express gratitude to your audience and take your relationship to a new level.
12. The launch period of the new product
You can use the general excitement that prevails during the launch of a new product in order to attract more people to your webinar.
Webinars will also help you segment your audience. For example, if someone from your subscribers enters a webinar on a particular topic, you will be aware that he will be interested in subsequent advertising campaigns about new products and services related to this field.
13. Assistance from the guest speaker
If you invited a specialist to your webinar as a guest, you can politely ask him to help you promote it.
Do not overreact. The invited speakers do so much for you: they donate their personal time, which they could devote to other, equally important things.
By demanding too much from them, you can lose their help altogether. Therefore, take their assistance in the promotion of your webinar not as their direct responsibility, but as a pleasant and unexpected bonus.
In marketing, as in war - all means are good
Webinar is one of the most advanced internet marketing tools. Thanks to him, you can increase the number of subscribers, increase credibility in the eyes of potential customers and strengthen relations with your audience.
We looked at over a dozen methods that could attract the attention of a large audience to your webinars. It is advisable to use all of the above tools, or at least most of them, to achieve maximum results. You can also come up with some kind of promotion methods. The main thing is that they are not illegal and do not violate the rules adopted in the Internet community (for example, do not spread spam).